Proposing a metaverse engagement model for brand development

Anil Bilgihan, Aliana Man Wai Leong, Fevzi Okumus and Jingyi Bai

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: In the swiftly evolving digital landscape, the metaverse is redefining marketing paradigms, offering unprecedented opportunities for brand engagement and consumer interaction. This paper investigates the transformative impact of the metaverse on marketing strategies, proposing an innovative Metaverse Engagement Model tailored for the digital era. Our model integrates the latest technological advancements with consumer behavior insights, presenting a multi-faceted approach to immersive marketing. We dissect the intricacies of virtual consumer engagement, addressing how augmented reality (AR), virtual reality (VR), and AI-driven platforms can be harnessed to create personalized and impactful brand experiences. The paper not only theorizes the potential of these technologies but also illustrates their practical application through case studies and real-world examples. This exploration provides a roadmap for marketers to navigate the complex metaverse environment, emphasizing adaptive strategies that resonate with the digital-native consumer base. Our findings suggest that the Metaverse Engagement Model can significantly enhance brand visibility and customer loyalty. This paper offers both theoretical insights and actionable recommendations.

Keywords: Metaverse; Brand development; Marketing; 3D internet; Digital marketing; Consumer engagement (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000778

DOI: 10.1016/j.jretconser.2024.103781

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